ISSN: 2222-6990
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Advertisement entices users through the promotions offered. Nevertheless, the advertisements typically confuse consumers whether they purchase their needs or wants. Therefore, this research examined Muslim consumers’ views on Muslim consumers’ purchasing decisions based on persuasion in advertisements. This study employed phenomenological design through Focus Group Interviews as a method of data collection. A homogeneous group consisted of eight people engaged as study participants. The study analysed data using thematic analysis through Atlas. ti 8.0 software. In essence, the study outcomes obtained three themes on Muslim consumers’ views: differentiate between needs and wants, think first before buying, and follow trends.
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In-Text Citation: (Rasit et al., 2021)
To Cite this Article: Rasit, R. M., Misrom, A., Jalil, S. J. A., & Angggrayni, D. (2021). Muslim Consumer Purchase Decisions Based on Persuasion in Advertisement. International Journal of Academic Research in Business and Social Sciences, 11(10), 583–593.
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